In Sunday’s season finale of “I Love L.A.,” Los Angeles is blamed for getting between the show’s protagonist, Maia (Rachel Sennott), and her live-in boyfriend, Dylan (Josh Hutcherson). After their relationship falls apart, Maia, an aspiring talent manager, absconds to New York with her only client, Tallulah (Odessa A’zion), a party girl turned influencer, so that the pair can attend a fashion dinner that will increase Tallulah’s profile. Maia and Dylan go on a break, which gives her the leeway to pursue an opening at a big-league agency by hooking up with an old boss. These would seem to be irreconcilable differences, but her most emotionally astute friend, Charlie (Jordan Firstman), still tries to play couples therapist, reassuring Dylan that their environs are to blame. “This town,” he says, has turned Maia “bad and hard.”
“I Love L.A.,” which was created by Sennott, has a transplant’s grasp of its titular city. (Sennott herself moved to Los Angeles during the pandemic.) The setting is far from the only element that feels underdeveloped: the inner lives of the characters, nearly all of whom spend their waking hours at jobs dedicated to image curation, are more suggested than seen. The new series, on HBO, pales in comparison with predecessors like “Sex and the City” and “Girls,” which also chronicled the urban misadventures of privileged, self-absorbed women (and gay men). But “I Love L.A.” is undeniably fascinating as a portrait of zillennial brain rot—a product, in this case, of their participation in the creator and attention economies. In her first scene with Charlie and another friend, Alani (True Whitaker), Maia shit-talks Tallulah—at that point, still a frenemy—for continuing to post modelling photos from a months-old campaign, and debates whether to continue muting her or to block her entirely. Just as addled is Charlie, a celebrity stylist who wears T-shirts quoting viral TikToks. Both are blasé about their phone addictions, scrolling while getting dressed or immediately after sex. To paraphrase the “Sex and the City” truism, the fifth character isn’t Los Angeles but the internet.
The vagaries of life online inform the show’s structure, and contribute to its seeming lack of stakes. The ensemble navigates novel problems with remarkable creativity; the problems themselves are utterly inane. In the third episode—the season’s first strong outing—a rival influencer named Paulena posts a video airing Tallulah’s dirty laundry, throwing Maia into crisis mode. (Tallulah is accused of being a “criminal” and, even worse, a “kink shamer.”) Maia’s millennial boss, Alyssa (Leighton Meester), hands her a road map out of the scandal involving a stilted, corporate-approved apology. Maia, sensing that Tallulah’s followers will be put off by the inauthenticity, advises her to take a more 2025 approach, attacking Paulena as a phony with ill-gotten generational wealth. The mob turns on Paulena, and the viral disaster subsides; as Alani says of the internet, “It’s dangerous but fair, like the ocean.”
The notion that all things must pass is both a comfort and a threat. Sennott and Firstman were both internet comedians before they made the leap to TV, and their fluency in this world helps to sharpen the satire. An encounter with a more established influencer—the real-life TikToker Quen Blackwell, playing a version of herself, as she has since she posted her first Vine, at age fourteen—drives home the perils of staking your livelihood on such unstable terrain. After submitting to a soulless, data-driven collab, Tallulah stumbles upon Quen’s “click farm,” a wall of a hundred-odd smartphones playing videos on a loop, to juice engagement. Bathed in the blue glow of the screens, Quen tells her, with perfect certainty, “If you stop for a second, you will fucking disappear.”
“I Love L.A.” ’s treatment of this anxiety is funny and, as the season progresses, sneakily humanizing. The series is about figuring out how to be an adult: Maia, who turns twenty-seven in the first episode, has to find something approaching work-life balance, while the self-protectively cynical Charlie gradually accepts that sincerity is O.K., even if you’re a city gay. But, in a new-media economy, milestones are less defined and harder to come by than they were in the days of “S.A.T.C.” Carrie Bradshaw’s observations and puns may have been cringeworthy, but we as viewers didn’t have to wonder how she might find satisfaction in her work as a writer. A generation later, Hannah Horvath scrabbled for purchase in the same much-diminished industry, making two hundred dollars per confessional blog post about, say, her first time trying cocaine. The career paths on offer in “I Love L.A.” are iffier still. Alyssa, for all her talk about supporting her fellow-women, has no intention of promoting Maia, and even actively undercuts her. Maia initially sells Tallulah on a three-year plan to refashion her into a wellness personality, but neither are particularly keen on sponsorships with so-called blue-chip brands like Ritz crackers. When they finally do make Tallulah a model for Ritz, in exchange for a hundred-thousand-dollar paycheck, the mural the brand splashes on an L.A. street corner is so embarrassing that she herself destroys it. But it’s not clear how much further an “it girl” best known for stealing a Balenciaga bag can get.
Sennott and her writers keep things from turning too dark, though they don’t shy away from bleak material: at one point, they mine comedy from a minor figure’s funeral. One of the show’s best recurring gags is a character describing an experience without grasping just how alarming it is. Alani, a Hollywood nepo baby who compares her upbringing to that of Stacey Dash’s Dionne in “Clueless,” recounts her first date to a group of employees at her dad’s production company who are eager to remake the movie. They’re impressed that the guy took her to an omakase place when she was in the eighth grade, until she blithely reveals that he was twenty-eight and had a newborn at home. “I Love L.A.” as a whole pulls a similar trick, immersing its characters so thoroughly in their own universe that they can’t see their circumstances clearly. Maia’s escape to New York in the season finale is an obligatory return, but it’s also a depressing attempt to outrun the vacuity of her career, as if more prestigious brand deals might give her a greater sense of meaning. It feels fitting that we see all this through Sennott’s sleepy lids, which convey the two predominant reactions to the internet today: she’s at once bewildered and already over it. ♦













